&Nbsp Under The Inflection Point; Chinese Local Sports Brand Shoe Enterprises Are Changing.

March 17th hearing 2010 is "

Extensive and intensive

In the impression of people, the rise of local sports brand is closely related to the input of large resources, the strong desire to mold the brand, and the instinct of copycat imitation.

It forms the development path of sports brands, such as Anta, 31st degree, XTEP, Jordan, PEAK, noble bird, Hongxing Erke, del Hui, Meck, and Hyde dragon, represented by the Jinjiang department.

However, such a development path has reached a critical point.

"After the Beijing Olympic Games, the sports market in China formed a blowout trend. The competition upgrading and marketing upgrading brought about by the expansion of the market pushed the competition of sports goods industry to the extreme.

However, from 2009 to 2010, the mode of horizontal growth by laying shop and opening shop has encountered a bottleneck and reached a critical point.

There is still room for improving the brand premium capability to achieve vertical growth.

Many years engaged in sports consulting senior people said.

At the same time, the industry also pointed out: "the poor will change", and rely on the original path of laying shop and opening more stores, only when looking for a new path.

It is an inevitable choice to enhance the attractiveness of the brand and enhance the premium of the brand.

Focus and brand promotion

How to improve the brand's premium capability?

In fact, the pressure on local sports brands is not only due to the international brands such as Nike and Adidas.

Because the brand homogenization is serious, and most of them are located between sports and leisure, the "dog meat" that sells sports and sports leisure is not working now.

If we want to continue to develop, we need a more professional division, dig deeper sports spirit, truly emphasize the connotation of sports, and highlight the sports brand itself.

Founded in 2002, the brand of the popular bird sports brand, from the original follow the trend to the brand building to the later independent independent line, has been constantly exploring and advancing, laying a solid foundation for sustainable development.

In the past three years, the "noble bird" has gone against the trend and moved against the trend. From 2008's "no one can stop", to 2009, "life is a sport", and then to 2010's "sports happiness", a series of brand promotion strategies have gradually promoted the brand of "popular bird" to the DNA "happy movement" of sports, and put the new concept of "sports happiness" into the minds of consumers.

In the competitive market of sporting goods, the brand of the great bird has stepped up to a new level with a high attitude of differentiation and individuation.

When sports star + CCTV advertising's Chinese sports brand standard action encountered aesthetic fatigue, a series of people's humorous advertisements quietly ignited the curiosity of consumers: Retired grandmasters beat table tennis players, pure and beautiful girls beat tennis divas...

When these seemingly impossible things happen, the brand manifesto of "birds happier than who is afraid of them" is popular with the audience.

The "new flying man" of Asia, "Lao Yi", is the most vivid interpretation of "Happy Sports".

"At present, such as" win, temper, challenge, star, hero "and so on are the demands of the vast majority of sports brands at home and abroad. Most of them are full of pressure and are filled with competition. How to stand out from the difference with brand positioning has always been an issue of constant consideration.

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With the development of China's economy and the improvement of people's living standards, especially after the 08 Beijing Olympic Games, the concept of fitness for all, sports for fitness and health has gained more and more recognition from the public.

Under such a big background, the great bird found a new field of sports market -- happiness. In the "Golden Triangle" of three core sports, fashion and happiness, happiness is at the top.

Lin Tianfu, chairman of the expensive bird bird, said in an earlier interview.

"The noble bird has readjusted its own development orientation. The next step will focus on establishing the brand attribute of professional sports, establishing the brand personality image style, laying the foundation for the future development of the brand, and strengthening communication with young consumers to help the brand become younger."

Industrial pformation and upgrading, and where to go?

After decades of rapid development, shoe-making enterprises in the eastern coastal areas of China have reached the turning point of industrial upgrading, adjustment and pformation. The capital of coastal areas is relatively saturated, and the local market has been unable to meet the needs of capital appreciation. Enterprises are facing such problems as tight supply of land, labor and energy, rising cost, higher industrial upgrading pressure and high business cost. In the face of these problems, more and more enterprises have made the choice of moving inland.

However, in order to achieve the new industrial structure, we have to face such problems as whether the industrial chain is complete, whether the logistics system is perfect, whether the investment environment is mature or not, and how the non market factors affect it.

In this regard, Lin Tianfu said: in the Chinese market internationalization and international market integration trend and background, for the company's continued operation and further development, the company recently plans to move the company's marketing, R & D, brand and other departments from Jinjiang to Xiamen, a more developed economy and more productive elements.

This is mainly due to the long-term consideration of brand development, the consideration of occupying the market at a higher level and occupying the commanding heights of the region: first, attracting more high-end talents at home and abroad, resulting in great effects; secondly, Xiamen has a convenient pportation network and information platform, and enterprises can fully integrate and allocate resources to speed up the circulation of logistics, information flow and capital flow; thirdly, when enterprises become bigger, they hope that with the help of moving capital, the pformation of standardized modern enterprises can fully display the corporate image, enterprise brand, enterprise culture and enterprise spirit.

On the other hand, the precious birds have persisted in research and innovation for a long time. In recent years, they have intensified the development of new technology, invested tens of millions of dollars each year in product research and development, and focused on developing personalized and fashionable products, leading the development of various new models and new products. On average, they can develop more than 200 yuan each month, up to 3000 yuan a year.

It is understood that the bird is currently actively preparing for listing in accordance with relevant requirements.

Lin Tianfu said: "the listing of noble birds is not for personal gains, but for the better planting of enterprises. It is not the end of the past, but the beginning of a long term future. It is for enterprises to get capital, standardize operation, attract talents, and achieve more rapid development and sustainable operation.

Listing is to make the birds truly practise good internal work, make strategic planning, create value for the society, shareholders and employees, and get the approval of the public and investors. It is to train the brand of "noble bird" to become a new industry benchmark in the domestic capital market. Through our efforts, we can make the birds become the enterprises that are closely watched by the majority of Chinese shareholders and institutional investors, and further deepen the brand awareness and enhance the brand influence in the eyes of consumers.

From the foundry to the brand building, it is a magnificent turn of the local sports brand represented by the Jinjiang department. This has made the local sports brand get the capital of the international sports brand after years of accumulation, but the local sports brand has been forced into a situation that can not be turned around, and has to make another magnificent turn. However, how will the local sports brand with billions of dollars turn around?